COM3703 Assignment 1 (COMPLETE ANSWERS) Semester 2 2025 - DUE August 2025

1 INTRODUCTION (5) In the introduction, you should identify/indicate what you will discuss in the assignment and also how your assignment is going to be structured. You should refer to all four themes/study units that you are covering in your assignment, as well as the particular topics within the theme that you will answer questions on. Furthermore, in your introduction, you need to identify by name/title any media texts that you use as examples in answers to questions. The introduction should ideally comprise at most a paragraph of approximately eight sentences that cover approximately half a page. 2 COMMUNICATION AND MEDIA SEMIOTICS (20) 2.1 The media can communicate in various ways. Define the field of media semiotics and explain how it relates to communication. (2) [25 per cent deduction for not referencing sources] 2.2 According to Fourie (2017:50), a sign “…is never the real object. It is not reality but represents and serves as a means of referring to reality”. Name and briefly discuss the three characteristics of a sign. (6) [25 per cent deduction for not referencing sources] 2.3 A sign is made up of three components. Based on the relationship between the physical quality of the sign (the signifier) and the object or idea that the signifier refers to (the referent), four different signs can be differentiated. 2.3.1 Name and discuss these four different kinds of signs. (8) [25 per cent deduction for not referencing sources] 2.3.2 Provide an example of each of these four different kinds of signs. You need to include the example physically as part of your assignment and also to justify your choice. (4) 3 NARRATIVE ANALYSIS (20) To complete the questions below, you must select an episode from a fictional television series of your choice. You are not allowed to use a television series that has been discussed in any of your study material. The programme that you choose MAY NOT be a news, current affairs (for example, Cutting Edge), lifestyle programmes (for example, Come Dine With Me ), or a film, documentary, reality show or soap opera. Your selection must be a closed-ended episode, which means that the story cannot end on a “cliffhanger” or be left “to be continued” (therefore, you are not allowed to choose a soap opera). 3.1 Name and discuss the five codes identified by Barthes (in Fourie 2017:274–276) that collectively produce meaning in a narrative. (5) [25 per cent deduction for not referencing sources] 3.2 Provide the following details about your chosen television series: 3.2.1 The name of the television series (1) For the purpose of this feedback, the television programme I will be using is episode 19 of season 8 of Modern Family (McCarthy-Miller 2017). 3.2.2 The main characters featured in the chosen episode. (1) 3.2.3 A brief description of the plot of your chosen episode. (1) 3.3 Answer the following questions on binary opposition. 3.3.1 Explain the concept of “binary opposition”. (1) [25 per cent deduction for not referencing sources] 3.3.2 Identify three binary oppositions in the episode chosen. (3) 3.4 Discuss the four phases that form part of the narrative progression of a storyline and provide an analysis of your chosen episode based on these four phases. (8) [25 per cent deduction for not referencing sources] 4 FILM THEORY AND CRITICISM (20) 4.1 Define film theory. (2) [25 per cent deduction for not referencing sources] 4.2 Discuss the three types of film theories as distinguished by Theorist, Sergei Eisenstein (1898–1948). (6) [25 per cent deduction for not referencing sources] 4.3 Conduct a critical analysis of the film you have chosen using the two kinds of criticism as distinguished by De Putter. Your analysis should clearly demonstrate an understanding of the theory. (6) [25 per cent deduction for not referencing sources] 4.4 Name two examples of auteur directors and motivate why you regard them as auteur directors by discussing at least two films of each director. (6) 5.MEDIA AUDIENCE THEORY (20) Pitout (2017) notes that many ‘effect’ theories have been formulated to explain how people use media messages, and the possible effects media messages may have on an audience. Mzansi Magic has tasked you to prepare a report exploring the reasons why audiences are drawn to telenovelas. In this report, argue why the Uses and Gratification Theory is the most suitable theory to understand these reasons. Your report should be guided by the following: 5.1 Media has different types of audiences, differentiate between ‘passive’ and ‘active’ audiences of media, and highlight which audience belongs to the uses and gratification theory. (5) [25 per cent deduction for not referencing sources] 5.2 Analyse the specific typology of needs that the telenovela audience aims to fulfil through their viewing experiences. (8) [25 per cent deduction for not referencing sources] 5.3 Distinguish between gratifications sought and gratifications obtained and provide an example from any telenovela that demonstrates a relationship between these two concepts. (5) [25 per cent deduction for not referencing sources] 5.4 Do you think the uses and gratification theory is suitable for studying the reasons why viewers watch telenovelas? Justify your answer. (2)